The 4.3% ABV session IPA from SALT in Saltaire, West Yorkshire, was only launched in January this year with the brewer claiming it has become the UK’s second most popular session IPA after just 10 months on sale, according to data from CGA (OPM Craft Keg Ale Volume P9 L12W ending 6/09/2025).
SALT said: “Alpacalypse’s distinctive glassware has proved a hit with pubgoers with many social media posts suggesting it has become a highly coveted ‘souvenir’ for beer drinkers. So much so, that the brand has had to send out 30,000 additional glasses to replenish stock.”
Pinched from the pub
The brewer added it now launching its Pinched from the Pub campaign and has hidden 2,400 specially designed glasses across 200 participating venues. Each glass features a discreet ‘pinched from the pub’ detail with drinkers who spot one and share their find on social media being in with a chance to win prizes.
SALT, which makes Alpacalypse in partnership with Molson Coors, has secured listings in more than 4,000 pubs and bars, venues are pouring the ale at a rate of 54 pints a week per outlet, which SALT said is the second-highest rate of sale in the session IPA category, (source: CGA).
SALT founder Jamie Lawson said: “With Alpacalypse, we set out to bridge the gap between the boldness of craft IPAs and the approachability that lager drinkers appreciate. By keeping Alpacalypse easy-going and crisp, we’ve created a beer that delivers subtle tropical flavours and citrus aromas with a refreshing finish.
Flavourful beers
“The rapid uptake we’ve seen across the UK really highlights a growing appetite for more flavourful beers among traditional lager drinkers who are craft curious but often find the leap to big, hoppy ales a bit too much.
“Alpacalypse offers the perfect middle ground – it’s packed with character but still easy-going and accessible. The excitement around the beer, from rate of sale to people ‘rehoming’ the glassware, really shows how it’s struck a chord with drinkers and venues alike.”
Apalcalypse was a new entry to the Drinks List: Top Brands to Stock in 2026 report – made by The Morning Advertiser suing CGA by NIQ data – where it entered the Craft Beer top 10 at number eight. To read the Drinks List, simply click here, fill in a few details and access is yours for free.
